The social media world is like its own little planet, with sites like Facebook (News - Alert), Yahoo, Twitter and Google making up continents and islands. Every land mass has its own hierarchy or government body, and every member has an important role to play. But now, a citizen of Google is making the move to Twitter (News - Alert): Jennifer Prince, former head of Google’s media and entertainment ad sales, and now Twitter’s go-to girl for new methods of using the platform.

Prince has been hired by Twitter to pitch ideas to TV and marketers about how to effectively use Twitter to advertise. Indeed, Prince has a long history in ads and marketing: she worked for YouTube (News - Alert) as a sales team manager in 2007, then joined Demand Media as head of branded ad sales, and finally worked for Google starting in April 2011. According to her, most entertainment brands are “just scratching the surface” of Twitter’s ad potential, and she plans to expand Twitter’s role as a “social soundtrack” for marketing TV, pictures and even video games.

Twitter’s ads had previously been focused primarily by region, but hiring Prince indicates a shift to targeting a more vertical industry segment. The acquisition also points to Twitter’s increasingly aggressive approach to advertise; the company is on track to generate $950 million in ad revenue in 2014, according to data by eMarketer (News - Alert). Twitter currently sells “promoted tweets,” and last month launched a TV ad targeting product to push sponsored messages to users who appear to follow certain shows. Other initiatives include the Twitter Amplify initiative to let media partners sell ads with video clips in tweets, and the Nielsen Twitter TV rating partnership to provide statistics that reflect shows’ social engagement.

With Jen Prince at the helm, Twitter seems en route to even more improvement where ads and marketing are concerned. Elias Plishner, Sony Pictures Entertainment senior vice president of worldwide digital marketing, said in a statement, “We couldn’t respect [Jen’s] insight more and look forward to working with her in this new role.”

The sands of technology are always shifting, and hopefully Prince’s move from one place to the next will be well served to the social media world.